Hello Products: Challenging fear & loathing in oralcare

It was all very masculine and aggressive. In a more enlightened age and day, you don’t have to talk that way to get people excited

— Craig Dubitsky, founder

Since their launch in 2013, hello’s aim has been to create products that are just as effective as the market leaders whilst being highly natural, highly efficacious and highly delicious and still avoiding the use of alcohol, triclosan and artificial sweeteners. Founder, Craig Dubitsky has also looked to change the way we think about oral care by challenging the masculine and aggressive tone of voice dominant in the category. Instead, they bring a sense of friendliness and fun through their unique design, vibrant packaging and delicious flavour combinations.

hello in brief:

The brand launched in March 2013 and went from ideas and formulations to fully finished commercial products on shelves in just under 6 months.

After just five months on the shelf, hello claimed a 22% share in the breath freshener category, and 100% of the growth within the category at Walgreens.

In January 2014 the brand received a Good Design Award from the The Chicago Athenaeum and since then has also received a Red Dot award.

hello products are now in over 20,000 stores across the United States, Canada, UK, Ireland and Norway and have had inbound inquiry from established retailers and distributors from 67 countries worldwide.

Music: ‘Guestlist’ by Podington Bear, from the album Upbeat

eatbigfish.

A strategic brand consultancy with a single focus: challenger thinking and behaviour. eatbigfish exist to study challenger behaviour and work with businesses who want to become challengers themselves.